With over 55 years in business, this well-established fabric retailer had built a nationwide online presence. However, their digital strategy had become diluted, focusing heavily on non-fabric products, which weakened their core brand and visibility in the highly competitive fabric space.
SEO & Marketing
E-Commerce Retailer SEO Case Study
We helped a long-standing retailer grow organic visibility by over 100%, secure top 3 national keyword rankings, and increase average order value by 51%-without changing platforms.
Client Overview
The Challenge
Despite strong brand recognition and a functioning eCommerce platform, they faced:
- Just 2.64% visibility in fabric-specific search rankings
- A catalog cluttered with non-fabric items
- Underperforming product pages with weak visuals and limited structure
- A disjointed shopping experience that didn't reflect their fabric expertise
Our Solution
We helped reposition their digital presence with a strategic SEO and content overhaul that emphasized their true strength: premium fabrics.
Key Upgrades Included:
- Fabric-First Navigation: Customer-focused collections organized by use-case and fabric type
- Enhanced Product Imagery: Visuals that reflect the true quality and texture of the fabrics
- SEO-Rich Content: Optimized metadata, collection descriptions, and FAQs
- Focused Catalog Strategy: 455% growth in fabric collections, with non-core products deprioritized
The Results
In just 90 days, the transformation drove dramatic improvements:
- 177% increase in organic sales
- 110% growth in keyword visibility
- 51% increase in average order value
- 455% expansion in fabric collections
- Ranked #3 for "Polyester Fabric", #4 for "Vinyl Fabric", and #6 for "Shop Upholstery" nationally